Retargeting: The importance of making an impact again

What is retargeting?

We know not all people we reach with our content will make a purchase.

It is not enough to show someone a post and expect them to decide to purchase immediately. The user needs to be persuaded, we need to reach out to them on several occasions and make them decide to purchase our service or product.

This is what we call retargeting.

When do we talk about retargeting?

Also known as remarketing, the purpose of retargeting is to make a new impact with advertising to users that have already interacted with the brand content; it could be those that began a purchase process but did not finish it, were interested, did not buy, but are interested in the brand.

An example could be a user that visits the web and fills their cart with items but does not complete the purchase. We can take this opportunity to figure out their interests, so that we can continue to offer the same type of products through content both on social networks, on the web or, why not, via e-mail to share promotions and things of their interest.

What are the advantages of retargeting?

According to Cyberclick.com this strategy has different advantages such as:

• “A very high ROI, since companies target a limited, but potentially, highly interested audience. According to some sources, the return on investment of these companies is around 300%.
• Possibility for a highly specific branding, as we deepen the brand awareness of users who have already been in contact with us.
• Big segmentation possibilities, since we can target adds based on specific behaviors of users.
• Reinforcement in all conversion funnel stages since we can impact the user several times throughout their path.”

To use retargeting in digital marketing our strategy must be clear, that is, to have useful content for each user and find a way through it to offer a solution to their needs and preferences.

At some point, all of us have visited a website or social network of a certain product, and then in each visit to another website or our social networks we get advertising for this product. This is retargeting, when we are persuaded with a specific product or service, it invites us to complete that purchase we did not make, and if we did, they aim to offer products to our liking or similar to the purchase we already made.

Then this is why our message needs to be direct, we need to know how to segment our audience, pick the correct web to show advertising of our brand, and, more importantly, do not become repetitive by insisting the user to complete their purchase with an add the see all the time, since this might have the opposite effect, and, rather, bore the user. Therefore, set temporary rules so as not to lose the customer.

Finally, we ask you this: You know your audience well enough to create proper pieces when retargeting? Study your audience well and work on a good marketing strategy, this will be the key.